Chairman Robert Brooks and UK executive director Robert Bleasdale, who have revealed their strategy exclusively to ATG, plan to start their campaign in Edinburgh, where they anticipate moving to new, more accessible premises by the end of the year.
Further plans are already in the pipeline for Bath, and the North East and North West can expect to see changes too.
Mr Brooks says the provincial rooms are enjoying their best results since he took over the company – he anticipates £45m-50m of sales this year – and considers it time to show how committed the firm is to the regions.
“We are taking a completely fresh look at our regional business. It is the lifeblood of what we do and gives us the best penetration of anyone in the market,” he said.
Until now Bonhams have concentrated on building their brand and international presence, as well as upgrading their London rooms. Now Mr Bleasdale has the task of capitalising on the firm’s regional assets, making the most of the specialist expertise and making their rooms more accessible and user friendly.
Depending on the state of existing facilities, rooms may be revamped, knocked down and rebuilt where they are, or closed, with the business being relocated to up-to-date premises, but always nearby. Acquiring other businesses is not part of the plan: “We are happy with our geographical footprint in the regions,” says Mr Bleasdale.
In some cases, the changes will just be a case of “tweaking”, but the Edinburgh presence in fashionable George Street, though in an attractive city centre location, is impractical for parking and deliveries. Vehicle access is also an issue in Bath.
But Bonhams do not foresee a future out on distant industrial estates; having spent so much time, effort and money on brand building, they still want to be as close to their traditional city centre locations as possible.
Having watched the rise of Lyon & Turnbull in recent years, Mr Bleasdale acknowledges that the Scottish market has huge potential and says Bonhams Edinburgh have just had their best run ever in the last four months.
The firm intend to focus strongly on that market in the months and years to come.
He also feels that the company have now established a strong network of relationships between specialists in the regions and those in London and overseas. He argues that this has overcome what has, in the past, been seen as a potential problem area, where provincial experts may have felt that anything decent was always sent to London.
Mr Bleasdale told ATG that with an increasing number of specialist sales in the provinces and a greater awareness of the Bonhams brand there, the quality of local consignments has greatly improved and buyers are happy to go to the local salerooms to buy, thanks to the development of their specialist sales programme.
“We have what is probably the best pewter collection to be offered in the last 15 years coming up for sale,” he said. “With the oak sales in Chester, our Yorkshire sales and the West Country sales, our specialty auctions in the regions are proving particularly strong.”
“The quality of our staff is key,” added Mr Brooks, “and they’re on a roll.”
By Ivan Macquisten
Bonhams unveil plans to dominate UK regions
BONHAMS are to roll out a programme of upgrades and improvements across their network of UK provincial salerooms – including plans to move some into new, purpose-built auction centres.
